Research handbook on brand co-creation : theory, practice and ethical implications

1 Online-Ressource (448 Seiten)

Includes index

Contents: Preface -- Part I: The ontology and epistemology of brand co-creation -- 1. A conceptual analysis of labels referring to brand co-creation / Jaana Tähtinen and Kati Suomi -- 2. Establishing the boundaries of brand co-creation / Catherine da Silveira and Cláudia Simões -- 3. Brands as co-creational lived experience ecosystems: An integrative theoretical framework of interactional creation / Venkat Ramaswamy and Kerimcan Ozcan -- 4. Reassessing brand co-creation: Towards a critical performativity approach / Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg -- Part II: Co-creation of intangible brand assets -- 5. Co-creation of intangible brand assets: An integrative s-d logic/organic view of brand-based conceptual framework / Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek -- 6. Co-creation or co-destruction? Value-based brand formation / Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher -- 7. Dealing with discrepancies of a brand in change: Recomposition of value and meanings in the network / Anu Norrgrann and Saila Saraniemi -- 8. The role of brand-facing actors in shaping institutions through brand meaning co-creation / Kieran D. Tierney, Ingo O. Karpen and Kate Westberg -- 9. Co-creation of multi-sensory brand experiences: A manufacturer perspective / Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg -- 10. B2b branding in global commodity networks: A cultural branding analysis of a danish company going global / Christian Dam and Dannie Kjeldgaard -- Part III: Co-creation of brand offerings -- 11. Freedom and control in brand co-creation communities / Nicholas Ind and Oriol Iglesias -- 12. Exploring the brand co-creation-brand performance linkage and the roles of innovation and firm age: Resource-based and dynamic capabilities views / Ahmed Rageh Ismail -- 13. Toward a co-creation approach to nation branding: An integrative framework / Mai T. Pham and Roderick J. Brodie -- 14. The dark side of brand co-creation: A psychological ownership perspective / Fabian Bartsch and Bart Claus -- Part IV: Ethical implications of brand co-creation -- 15. The universal moral standards and the ethics of co-creation / Sumire Stanislawski -- 16. Co-creation of conscientious corporate brands - facilitating societal change towards sustainability: A structured literature analysis / Christine Vallaster and Philip Lechner -- 17. Organizational citizenship behaviour principles: A guide for employees and customers in the brand value co-creation journey / Maja Arslanagić-Kalajdzić and Vesna Babić-Hodović -- 18. "We look within ... So we can look up" - towards a nonviolent ethics of human brand co-creation / Monica Porzionato and Cecilia Cassinger -- 19. The ethics of conspicuous virtue signaling: When brand co-creation on social media turns negative / Ulf Aagerup -- Part V: Critical reflections on the future of brand co-creation -- 20. Brand co-creation and degrowth: Merging the odd couple / Feyza Ağlargöz -- 21. Brand co-creation management in the light of the social-materiality approach / Géraldine Michel and Valérie Zeitoun -- 22. Violent brands: From neoliberal vessels to far-right fantasies / Sofia Ulver -- Part VI: Case studies on brand co-creation -- 23. Alternative methods to study affective information processing in brand co-creation / Monika Koller and Peter Walla -- 24. Prolonging the shared project value of surplus co-creation / Yun Mi Antorini and Gry Høngsmark Knudsen -- 25. The iconization of greta thunberg: The role of myths in co-creating a person brand / Teresa Brugger and Verena E. Wieser -- 26. Finding new product ideas at eisenbeiss: Integrating non-frontline employees into co-creation processes / Oliver Koll -- 27. Turning lead into gold: From weighty consumer feedback to co-creation / Peter Espersen -- Closing remarks -- Index.

10.4337/9781839105425 [DOI]

ECONIS - Online Catalogue of the ZBW